Marketing Email is NOT Dead
Okay,I know most of you feel if you get another Marketing Email you will explode. And, some people regularly complain about the number of emails they receive every day.
Yes, I feel that way on occasion = especially with the uninvited spammers who seem to get pleasure with filling my inbox with all types of offers and screaming “buy my stuff!” Truthfully, these are the emails giving emails a bad rap.
The facts are the world revolves around your email. Even the social media is email needy. That’s right – even social media uses email. Think about it. To sign up for a social media account the first thing they want is your email address. Then the social media accounts use your email to notify you about events, connections, likes, group activity, articles of interest to you and on-&-on.
Yet, every time I listen to a Marketing or Business guru, they are always pointing out the need for an email list of customers and prospects. In fact, several state…
Your Email List is Your Greatest Asset!
How can this be? If you are like me, the last thing you want to be is a spammer. Plus, there is a particular law – CANSPAM – that can fine you $10,000 per email targeted as spam. Meaning if you send offers to people who did not subscribe to your email list or have requested you to remove them from you list (and you don’t) you are at risk.
Enough of the bad reasons, let’s talk about the good stuff. And, I know it’s good stuff since today I got (via email) a notice from McKinsey & Co. (a large International Consulting Group) who shared an article about the benefits of email marketing – to their list of clients!
Okay, stop laughing and read on…
Let’s first explore the main issue about email. It is a preferred method of communicating with crazy busy people. Email allows people to remain focused upon the important projects and tasks rather than take a phone call from someone. (These are the same people who will screen their phone calls.)
Busy people prefer to “batch” or “chunk” their email response time – handling all emails at designated times during the day. Allowing them to feel in control of their time during the day. (Many top high performance experts are teaching people to only open their email 2 or 3 times per day so they can focus upon their most important projects or tasks during each day.)
You also have the introvert types of people who really do not care to engage another person in conversation. Really, there are people who are uncomfortable talking to others. They prefer to stick to an agenda or use their technology to communicate with others – thus email and texting has become the tool of choice for them.
So, let’s discuss how email should be used as a Marketing Tool in today’s crazy busy world.
First, stop selling in every email you send. People do not want to be sold anything today. They do want to buy – what is important to them at that moment. Therefore, it is okay to remain in touch with people to stay “top of mind.”
Second, you can develop a relationship of trust using email when you educate using stories and case studies (with no selling at the end). Some marketers use video in their emails or provide a link to a landing page on their website (a good idea) where the prospective customer / customer can learn something that is important to them. The key is – provide a video using stories to engage their mind or a case study with issues or problems common within the industry and how your team solved the problem. Another example is sharing a hot trend or new technology which could become “game changers.”
Third, write like you speak even using any quirks you show or share while face to face with the prospective customer / customer. This way they will know you actually wrote the email. Use a friendly tone of voice in your writing so they feel your good tidings. Oh yes, lose the corporate speak, friendly means personal. If you have no emotional words or the entire email is politically / grammatically correct you will sound like a lawyer or the like.
Fourth, your writing or copy should be customer focused – meaning it is about THEM and not about YOU. Lose the “I” statements while using more of “You, Yours, We and Us” in your sentences. Focus upon the issues or problems found in the prospective customers industry or market and discuss it and suggest ways to solve these issues – using stories not an offer.
Fifth, you can make offers or calls to action in your email sequence (yes, a planned sequence is more effective and can be automated) however, think like the fingers on your hands. Four non selling ( your fingers) and one offer or call to specific action (your thumb) for maximum optimization of your marketing email sequence.
Finally, monitor and check your results using Analytics. If you are using an email service (such as Aweber, Get Response, Mail Chimp, Constant Contact or similar service) you can get some great information about the open rates and clicking of links within the email. This type of information is very helpful in understanding the true interests of perceptive customers.
Analytics monitor which links are clicked and how long they stay connected. Are they sharing your email with others? Are they even opening your emails? Open rates are the number one factor email marketing experts monitor because if they are not opening the emails nothing else is happening.
The higher “open rates” and clicks on links becomes a great indicator of trust in your relationship. The customer is actually looking forward to getting your emails which is outstanding. And they show you their trust level by opening your emails and clicking on your learning links.
Pay attention to the content, quality and customer focus within your emails and you will have a higher quality. A higher quality list will translate into greater future revenue. Try it and you will enjoy the results.
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Voss Graham is an Organizational Architect with 30+ years of experience designing sustainable business growth for organizations of all sizes.
Creating the Strategic Focus with the Executive Leadership Teams, he uses Systems & Process to ensure the Drivers for Business Growth are Executed at the Highest Levels. Voss is available as a Speaker for your conferences or company meetings – contact him at 901-757-4434 or use the LinkedIn or Facebook direct messages.